From Zip Code Saturation to Statewide Visibility
Role: Designer/Writer/AI Content Curation, Kindle Pont Inc. | Client: RideIllinois.org:
In 2019, Kindle Point and Ride Illinois began an IDOT-funded partnership to promote BikeSafetyQuiz.com through targeted social media campaigns. By 2025, after saturating high-crash Illinois zip codes, college audiences, and business segments on LinkedIn, the strategy expanded to digital billboards across Chicago’s major commuter corridors.
The 20-week program delivered 62,566,353 impressions—approximately 69% above projection—and overdelivered contracted spots by 20% thanks to the ClearChannel partnership. While billboards lack clickability, the campaign aligned messaging with motorists in real driving contexts and coincided with a 12% year-over-year increase in completed bike safety quizzes. The initiative also bridged toward a redesigned 2026 quiz experience and future multi-channel evolution.
Given the medium of digital billboards the messages changed to meet more relevant timing of World Bicycle Day - shown May 31-June 8, | while “Rain Delay” ran during days with a 50% or greater chance of rain in Oak Park, IL
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